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论文编号：	14408
作者编号：	2320200319
上传时间：	2023/12/14 10:44:24
中文题目：	ZX银行零售业务数字化营销策略研究
英文题目：	Research on Digital Marketing Strategy of Retail Business of ZX Bank
指导老师：	武立东 教授
中文关键字：	商业银行；民营银行；零售业务；数字化转型；数字化营销
英文关键字：	Commercial bank; Private banks; Retail business; Digital transformation; Digital marketing
中文摘要：	在全球地缘冲突频发，经济下行风险加剧的大背景下，一方面金融同业同质化竞争加剧，互联网公司流量优势威胁，银行高质量发展面临挑战，另一方面技术快速发展和普及，居民生活方式、企业生产方式深刻改变，为银行转型发展带来新的机遇。面对新挑战与新机遇，如何利用数字化方式提升零售业务营销质效、实现精准营销批量获客，已经成为银行业营销实践面临的重要课题。本文将以ZX银行——一家民营银行为研究对象，对其零售业务数字化营销策略开展案例研究，力图归纳出民营银行零售业务数字化营销策略构建思路与实施路径。 本文在梳理和总结了7Ps营销理论、数字化营销理论等理论与方法基础上，以7Ps营销理论为框架，从产品、价格、渠道、促销、人、有形展示、服务过程等七大方面，阐述了ZX银行零售业务营销现状及问题，并剖析了问题产生的根源，揭示了ZX银行零售业务开展数字化营销的必要性。论文在开展ZX银行零售业务内外部环境分析与SWOT分析的基础上，提出了ZX银行零售业务数字化营销的策略目标和策略内容，从产品创新、定价机制、数字化渠道、智能促销、人员水平、数字化展示、服务体验等七个方面提出了数字化营销策略，构建起ZX银行零售业务数字化营销的整体架构与实施策略。最后，从“金融+科技”型人才团队、科学考核机制、项目管理、专项财务资源、科技自主能力等方面提出了数字化营销策略的保障措施。 本文试图为民营银行零售业务数字化营销实践提供经验借鉴，但本文仅为一家银行的案例研究，仍存在普适性方面的局限。
英文摘要：	In the context of frequent global geopolitical conflicts and worsening economic downside risks, on the one hand, homogenization of financial industry competition is intensifying, traffic advantages of Internet companies are threatening, and high-quality development of banks is facing challenges. On the other hand, rapid development and popularization of technology, profound changes in residents' lifestyles and enterprises' production methods have brought new opportunities for the transformation and development of banks. In the face of new challenges and opportunities, how to use digital methods to improve the quality and efficiency of retail business marketing and achieve precision marketing and mass customer acquisition has become an important issue facing the banking marketing practice. This paper will take ZX Bank, a private bank, as the research object, carry out a case study on its digital marketing strategy for retail business, and try to sum up the construction ideas and implementation paths of digital marketing strategy for retail business of private banks. On the basis of combing and summarizing 7Ps marketing theory, digital marketing theory and other theories and methods, this paper takes 7Ps marketing theory as the framework, expounds the current situation and problems of retail business marketing of ZX Bank from seven aspects including product, price, place, promotion, people, physical evidence and process, and analyzes the root causes of the problems, reveals the necessity of digital marketing for retail business of ZX Bank. Based on the analysis of the internal and external environment of ZX Bank's retail business and SWOT analysis, this paper puts forward the strategic objectives and strategic contents of digital marketing for ZX Bank's retail business, and puts forward digital marketing strategies from seven aspects, including product innovation, pricing mechanism, digital channels, intelligent promotion, personnel level, digital display, and service experience, constructing the overall structure and implementation strategy of digital marketing of retail business of ZX Bank. Finally, this paper puts forward the digital marketing strategy safeguard measures from the "finance + technology" talent team, scientific assessment mechanism, project management, special financial resources, science and technology autonomy and other aspects. This paper attempts to provide experience and reference for the digital marketing practice of retail business of private banks, but this paper is only a case study of one bank, and there are still limitations in universality.
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